Multivariate exploration of the questionnaire and typology of the surveyed people The results are provided by the EnQuireR package July 28, 2010

Contents 1 Quick overview of the questionnaire

3

2 Multivariate exploration of the questionnaire 2.1 Graphical representations of the questionnaire . . 2.2 Highlights on the two principal axes of variability 2.2.1 First axis . . . . . . . . . . . . . . . . . . 2.2.2 Second axis . . . . . . . . . . . . . . . . .

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3 Typology on the individuals 3.1 Choice of the number of clusters . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.2 Simultaneous comparison of the clusters with respect with the most relevant variables 3.2.1 Number of individuals by cluster for the variable Age.class . . . . . . . . . 3.2.2 Number of individuals by cluster for the variable Budget.familial.dessert . 3.2.3 Number of individuals by cluster for the variable SPC . . . . . . . . . . . . 3.2.4 Number of individuals by cluster for the variable Marital.status . . . . . . 3.2.5 Number of individuals by cluster for the variable Budget.individual.dessert 3.2.6 Number of individuals by cluster for the variable Dessert.associated.to.natural . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.2.7 Number of individuals by cluster for the variable With.whom . . . . . . . . 3.2.8 Number of individuals by cluster for the variable Dessert.associated.to.health 3.2.9 Number of individuals by cluster for the variable Dessert.associated.to.greedy 3.2.10 Number of individuals by cluster for the variable Frequency.eat.desserts . . 3.3 Automatic description of each cluster . . . . . . . . . . . . . . . . . . . . . . . . . .

5 5 6 6 9 12 12 14 14 15 16 17 18 19 20 21 22 23 24

List of Figures 1 2 3 4 5 6 7 8 9 10 11 12 13

Representations of the individuals and of the categories on axes 1 and 2 . . . . . . Representation of the individuals using density curbs and enhanced representation of the categories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Number of clusters chosen by the analyst; representation of the individuals according to their cluster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Centers of gravity with confidence ellipses; representation of the individuals according to their cluster with density curbs . . . . . . . . . . . . . . . . . . . . . . . . . Number of individuals per cluster . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable Age.class . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable Budget.familial.dessert . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable SPC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable Marital.status . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable Budget.individual.dessert . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable Dessert.associated.to.natural . . . . . . . . . . . . . . . . . . . . . . . . . Variable With.whom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable Dessert.associated.to.health . . . . . . . . . . . . . . . . . . . . . . . . . . 1

5 5 12 13 13 14 15 16 17 18 19 20 21

14 15

Variable Dessert.associated.to.greedy . . . . . . . . . . . . . . . . . . . . . . . . . . Variable Frequency.eat.desserts . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

2

22 23

1

Quick overview of the questionnaire

The analysis was performed on 212 individuals described by 45 variables: •

Dessert.favourite.part.of.meal ( No , Yes )

•

Frequency.eat.desserts ( less.than.once.a.week , for.special.occasions , more.than.once.a.d once.a.week , twice.or.four.times.a.week )

•

When ( At dinner , At lunch , Snack Tea time )

•

Dessert.after.starter.and.meal ( 0 , 1 , 2 , 3 )

•

Dessert.at.home ( 0 , 1 )

•

Dessert.on.the.go ( 0 , 1 )

•

Dessert.at.restaurant ( 0 , 1 )

•

Dessert.at.canteen ( 0 , 1 )

•

Dessert.at.fastfood ( 0 , 1 )

•

Dessert.at.friends.home ( 0 , 1 )

•

With.whom ( alone , family , friends , boyfriend/girlfriend )

•

Size ( Familial size , Individual )

•

Purchase.place ( home made , supermarket , specialized.stores )

•

Dessert.bought otic )

( an assortment ,

greedy ,

the favourite ,

unknown or ex-

•

buy.dessert.in.refrigerated.section ( 0 , 1 )

•

buy.dessert.in.frozen.food.section ( 0 , 1 )

•

buy.dessert.in.biscuits.section ( 0 , 1 )

•

buy.dessert.in.pastry.section ( 0 , 1 )

•

buy.dessert.in.exotic.section ( 0 , 1 )

•

Nutritional.information.matters ( No , Yes )

•

Budget.individual.dessert ( 1E or less , 1E to 2E , 2E to 4E , 4E to 6E , 7E and more )

•

Budget.familial.dessert ( 10E to 15E , 4E or less , 5E to 10E , 15E and more )

•

Age.class ( 12 18

•

Sex ( Female , Man )

•

Marital.status ( Cohabitation , Divorced , Married , Single )

•

SPC ( Employee , Executive , Intermediate profession , Retired , Student , Superior intellectual profession , Technician , top executive , Unemployed )

•

Dessert.associated.to.pleasure ( 0 , 1 )

•

Dessert.associated.to.greedy ( 0 , 1 )

•

Dessert.associated.to.health ( 0 , 1 )

•

Dessert.associated.to.tradition ( 0 , 1 )

•

Dessert.associated.to.natural ( 0 , 1 )

, 18 25

, 26 35

3

, Less than 12

, More than 35

)

•

Dessert.associated.to.fat ( 0 , 1 )

•

Dessert.associated.to.sweet ( 0 , 1 )

•

Dessert.associated.to.conviviality ( 0 , 1 )

•

Dessert.associated.to.party ( 0 , 1 )

•

Dessert.associated.to.childhood ( 0 , 1 )

•

Dessert.associated.to.discovery ( 0 , 1 )

•

Dessert.associated.to.practical ( 0 , 1 )

•

Dessert.associated.to.excess ( 0 , 1 )

•

Dessert.associated.to.beauty ( 0 , 1 )

•

Dessert.associated.to.freshness ( 0 , 1 )

•

Dessert.associated.to.chocolate ( 0 , 1 )

•

Dessert.associated.to.birthday ( 0 , 1 )

•

Dessert.associated.to.calory ( 0 , 1 )

•

Dessert.associated.to.fruits ( 0 , 1 )

Moreover, the dataset contained 0% of missing values.

4

2

Multivariate exploration of the questionnaire

2.1

Graphical representations of the questionnaire

The following results are obtained by performing a Multiple Correspondence Analysis (MCA) on the previous 45 variables. This method provides two important graphical displays, a representation of the individuals (surveyed people) and a representation of the categories (answers given by the surveyed people). The first two main axes of variability explain 9.67% of the information contained in the dataset (5.42% for the first factorial axis and 4.26% for the second one). In some cases the analyst may want to introduce supplementary quantitative variables.

1.0

MCA factor map

MCA factor map

2

7E and more ●

buy.dessert.in.exotic.section_1

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Dessert.at.friends.home_1 Dessert.associated.to.discovery_1

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1

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● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●● ● ● ● ● ● ●● ● ● ●● ● ● ● ●● ● ● ● ● ● ●● ● ● ●● ●●● ● ● ●● ● ● ●●● ● ●● ● ● ● ● ● ●●● ● ●● ● ● ●● ●● ●● ● ● ● ●●● ●●● ● ● ● ●●● ● ● ●●● ● ● ●● ●● ● ● ● ● ●●●● ● ● ● ● ● ● ● ●● ● ● ● ● ●● ● ● ● ● ● ● ● ● ● ●● ● ●● ●● ● ● ● ● ● ● ●● ● ● ●● ● ● ● ● ● ● ● ●

Dim 2 (4.256%)

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4E or less Unemployed 1ETechnician or less

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−2

0.0

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12 18 Dessert.after.starter.and.meal_0 Dessert.associated.to.freshness_1 Superior intellectual profession buy.dessert.in.biscuits.section_1 15E and more Dessert.associated.to.tradition_1 Dessert.associated.to.beauty_1 Intermediate profession Dessert.associated.to.party_1 buy.dessert.in.frozen.food.section_1 for.special.occasions Dessert.associated.to.conviviality_1 Dessert.associated.to.childhood_1 Dessert.on.the.go_1 Dessert.associated.to.fat_1 Snack Tea time buy.dessert.in.pastry.section_1 Dessert.associated.to.health_1 Nutritional.information.matters_Yes Dessert.associated.to.excess_1 Dessert.associated.to.natural_1 Dessert.at.fastfood_1 once.a.week Dessert.associated.to.calory_1 4E to 6E antoassortment Dessert.at.restaurant_1 Dessert.associated.to.fruits_1 10E 15E specialized.stores 2E to 4E home made Dessert.associated.to.birthday_1 friends Dessert.at.canteen_0 less.than.once.a.week Dessert.after.starter.and.meal_1 buy.dessert.in.refrigerated.section_0 Student Dessert.associated.to.pleasure_1 Familial size Dessert.associated.to.sweet_1 twice.or.four.times.a.week Divorced Single Dessert.at.home_0 Dessert.associated.to.chocolate_1 Dessert.favourite.part.of.meal_No Dessert.associated.to.greedy_1 18 25 Female alone More than 35 Dessert.associated.to.practical_0 Dessert.at.home_1 Dessert.associated.to.health_0 Dessert.favourite.part.of.meal_Yes Dessert.at.fastfood_0 Dessert.associated.to.natural_0 Dessert.after.starter.and.meal_3 Dessert.at.friends.home_0 unknown orfamily exotic buy.dessert.in.frozen.food.section_0 buy.dessert.in.exotic.section_0 Dessert.associated.to.practical_1 Dessert.associated.to.chocolate_0 Dessert.on.the.go_0 Dessert.associated.to.fat_0 Dessert.associated.to.freshness_0 Dessert.associated.to.birthday_0 Individual Dessert.associated.to.excess_0 buy.dessert.in.biscuits.section_0 Cohabitation At lunch Dessert.associated.to.calory_0 Dessert.associated.to.fruits_0 Dessert.associated.to.tradition_0 Married buy.dessert.in.refrigerated.section_1 greedyDessert.associated.to.sweet_0 Dessert.associated.to.childhood_0 Dessert.associated.to.beauty_0 Dessert.associated.to.greedy_0 Nutritional.information.matters_No dinner Employee Dessert.associated.to.discovery_0 buy.dessert.in.pastry.section_0 Man●At Executive Dessert.at.restaurant_0 Retired boyfriend/girlfriend Dessert.after.starter.and.meal_2 more.than.once.a.day the favourite Dessert.associated.to.party_0 1E to 2E Dessert.at.canteen_1 26 35 5E to 10E Dessert.associated.to.conviviality_0 top executive supermarket Dessert.associated.to.pleasure_0

−1

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0

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−0.5

Dim 2 (4.256%)

0.5

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Less than 12 ●

−3

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−0.5

0.0

0.5

1.0

−2

−1

0

Dim 1 (5.416%)

1

2

3

4

Dim 1 (5.416%)

Figure 1: Representations of the individuals and of the categories on axes 1 and 2

MCA factor map

7E and more buy.dessert.in.exotic.section_1

1.0

2

1.5

Density curbs

2.8

1

2

0

Dim 2 (4.256%)

0.4 1.2

1. 8 0.8

2.2

2

6

0.

0.0

1.6

1.4

12 18 Dessert.associated.to.freshness_1 buy.dessert.in.biscuits.section_1 15E and more Dessert.associated.to.tradition_1 Dessert.associated.to.beauty_1 Intermediate profession Dessert.associated.to.party_1 for.special.occasions Dessert.associated.to.conviviality_1 Dessert.associated.to.childhood_1 Dessert.on.the.go_1 Dessert.associated.to.fat_1 Snack Tea time buy.dessert.in.pastry.section_1 Nutritional.information.matters_Yes Dessert.associated.to.excess_1 Dessert.associated.to.calory_1 an to assortment Dessert.at.restaurant_1 10E 2E to15E 4E Dessert.at.canteen_0 less.than.once.a.week Student Dessert.associated.to.pleasure_1 size More than 35 Dessert.associated.to.sweet_1 Single Dessert.associated.to.chocolate_1 Dessert.favourite.part.of.meal_No Dessert.associated.to.greedy_1 18 Familial 25 family alone Dessert.associated.to.practical_0 Dessert.associated.to.health_0 Dessert.favourite.part.of.meal_Yes buy.dessert.in.frozen.food.section_0 buy.dessert.in.exotic.section_0 Dessert.associated.to.chocolate_0 Dessert.on.the.go_0 Dessert.associated.to.fat_0 Dessert.associated.to.freshness_0 Dessert.associated.to.birthday_0 Dessert.associated.to.excess_0 buy.dessert.in.biscuits.section_0 Dessert.associated.to.sweet_0 Dessert.associated.to.fruits_0 Dessert.associated.to.tradition_0 Married greedy Dessert.associated.to.childhood_0 Dessert.associated.to.beauty_0 ● Dessert.associated.to.greedy_0 Nutritional.information.matters_No Dessert.associated.to.discovery_0 buy.dessert.in.pastry.section_0 Employee Executive Dessert.at.restaurant_0 Retired more.than.once.a.day Dessert.associated.to.party_0 1E Dessert.at.canteen_1 5Etoto2E 10E Dessert.associated.to.conviviality_0 supermarket Dessert.associated.to.pleasure_0

−1

0.5

0.8

0.

Dim 2 ( 4.256 %)

1

Dessert.associated.to.discovery_1

4E or less

−2

−0.5

1ETechnician or less

−3

−1.0

Less than 12

−0.5

0.0

0.5

1.0

−2

Dim 1 ( 5.416 %)

−1

0

1

2

3

4

Dim 1 (5.416%)

Figure 2: Representation of the individuals using density curbs and enhanced representation of the categories

5

2.2 2.2.1

Highlights on the two principal axes of variability Characterization of the first factorial axis

The most meaningful variables characterizing the first factorial axis are: •

Age.class

•

SPC

•

Marital.status

•

Dessert.associated.to.sweet

•

Dessert.associated.to.greedy

•

Frequency.eat.desserts

•

Dessert.at.canteen

•

Dessert.associated.to.chocolate

•

Dessert.on.the.go

•

With.whom

•

Dessert.associated.to.excess

•

Dessert.associated.to.fat

•

Dessert.bought

•

Dessert.associated.to.discovery

•

Purchase.place

•

Budget.individual.dessert

•

Budget.familial.dessert

•

Dessert.favourite.part.of.meal

•

Dessert.associated.to.calory

•

Nutritional.information.matters

•

Dessert.associated.to.health

•

Dessert.associated.to.beauty

•

buy.dessert.in.frozen.food.section

•

Dessert.associated.to.natural

•

Dessert.associated.to.childhood

•

Dessert.after.starter.and.meal

•

Dessert.associated.to.practical

•

Dessert.at.friends.home

•

buy.dessert.in.refrigerated.section

The most meaningful categories characterizing the positive side of the first axis are: •

More than 35

6

– Contribution: 12.03 – V-Test: 11.22 – Frequency in the population: 20.28 % •

Married – Contribution: 10.31 – V-Test: 10.18 – Frequency in the population: 16.98 %

•

Dessert.associated.to.sweet_0 – Contribution: 2.67 – V-Test: 6.1 – Frequency in the population: 40.09 %

•

Dessert.associated.to.greedy_0 – Contribution: 3.67 – V-Test: 6.01 – Frequency in the population: 15.09 %

•

Dessert.at.canteen_0 – Contribution: 1.14 – V-Test: 5.22 – Frequency in the population: 65.09 %

•

Retired – Contribution: 2.74 – V-Test: 4.83 – Frequency in the population: 1.89 %

•

Dessert.associated.to.chocolate_0 – Contribution: 1.22 – V-Test: 4.28 – Frequency in the population: 44.34 %

•

Intermediate profession – Contribution: 3.09 – V-Test: 5.18 – Frequency in the population: 3.77 %

•

Dessert.on.the.go_0 – Contribution: 0.22 – V-Test: 4.17 – Frequency in the population: 89.62 %

•

Dessert.associated.to.excess_0 – Contribution: 0.33 – V-Test: 3.89 – Frequency in the population: 81.6 %

7

The most meaningful categories characterizing the negative side of the first axis are: •

Student – Contribution: 4.8 – V-Test: -10.94 – Frequency in the population: 66.51 %

•

Single – Contribution: 3.5 – V-Test: -8.97 – Frequency in the population: 63.68 %

•

Dessert.associated.to.sweet_1 – Contribution: 1.79 – V-Test: -6.1 – Frequency in the population: 59.91 %

•

Dessert.associated.to.greedy_1 – Contribution: 0.65 – V-Test: -6.01 – Frequency in the population: 84.91 %

•

more.than.once.a.day – Contribution: 1.32 – V-Test: -4.3 – Frequency in the population: 40.57 %

•

Dessert.at.canteen_1 – Contribution: 2.13 – V-Test: -5.22 – Frequency in the population: 34.91 %

•

18 25 – Contribution: 3.37 – V-Test: -9.51 – Frequency in the population: 68.87 %

•

Cohabitation – Contribution: 0 – V-Test: 0.19 – Frequency in the population: 17.45 %

•

12 18 – Contribution: 0.55 – V-Test: -2.19 – Frequency in the population: 4.72 %

•

Dessert.associated.to.chocolate_1 – Contribution: 0.97 – V-Test: -4.28 – Frequency in the population: 55.66 % 8

2.2.2

Characterization on the second factorial axis

The most meaningful variables characterizing the second factorial axis are: •

Dessert.associated.to.conviviality

•

Budget.individual.dessert

•

Dessert.associated.to.discovery

•

Dessert.associated.to.party

•

Budget.familial.dessert

•

Purchase.place

•

Dessert.associated.to.beauty

•

Age.class

•

Dessert.associated.to.tradition

•

Dessert.associated.to.childhood

•

buy.dessert.in.biscuits.section

•

buy.dessert.in.pastry.section

•

buy.dessert.in.exotic.section

•

Dessert.at.restaurant

•

Dessert.associated.to.freshness

•

Dessert.associated.to.pleasure

•

SPC

•

Nutritional.information.matters

•

Dessert.at.canteen

•

When

•

Dessert.bought

•

Dessert.associated.to.calory

•

Dessert.associated.to.fruits

•

Frequency.eat.desserts

•

Dessert.associated.to.fat

•

Dessert.at.friends.home

•

Dessert.after.starter.and.meal

•

Dessert.on.the.go

•

Dessert.associated.to.excess

•

buy.dessert.in.frozen.food.section

The most meaningful categories characterizing the positive side of the second axis are: •

Dessert.associated.to.conviviality_1 9

– Contribution: 4.69 – V-Test: 7.34 – Frequency in the population: 42.92 % •

Dessert.associated.to.discovery_1 – Contribution: 6.14 – V-Test: 6.81 – Frequency in the population: 13.21 %

•

Dessert.associated.to.party_1 – Contribution: 4.28 – V-Test: 6.5 – Frequency in the population: 33.49 %

•

7E and more – Contribution: 3.95 – V-Test: 5.16 – Frequency in the population: 2.83 %

•

15E and more – Contribution: 2.16 – V-Test: 3.99 – Frequency in the population: 11.32 %

•

Dessert.associated.to.beauty_1 – Contribution: 2.76 – V-Test: 4.74 – Frequency in the population: 19.34 %

•

Dessert.associated.to.tradition_1 – Contribution: 2.45 – V-Test: 4.37 – Frequency in the population: 16.04 %

•

12 18 – Contribution: 1.04 – V-Test: 2.68 – Frequency in the population: 4.72 %

•

Dessert.associated.to.childhood_1 – Contribution: 2.2 – V-Test: 4.31 – Frequency in the population: 22.17 %

•

buy.dessert.in.biscuits.section_1 – Contribution: 2.36 – V-Test: 4.2 – Frequency in the population: 12.26 %

10

The most meaningful categories characterizing the negative side of the second axis are: •

Dessert.associated.to.conviviality_0 – Contribution: 3.53 – V-Test: -7.34 – Frequency in the population: 57.08 %

•

Dessert.associated.to.discovery_0 – Contribution: 0.93 – V-Test: -6.81 – Frequency in the population: 86.79 %

•

Dessert.associated.to.party_0 – Contribution: 2.16 – V-Test: -6.5 – Frequency in the population: 66.51 %

•

1E or less – Contribution: 2.95 – V-Test: -4.48 – Frequency in the population: 3.77 %

•

supermarket – Contribution: 3.34 – V-Test: -5.48 – Frequency in the population: 26.89 %

•

Dessert.associated.to.beauty_0 – Contribution: 0.66 – V-Test: -4.74 – Frequency in the population: 80.66 %

•

Less than 12 – Contribution: 2.97 – V-Test: -4.45 – Frequency in the population: 1.42 %

•

Dessert.associated.to.tradition_0 – Contribution: 0.47 – V-Test: -4.37 – Frequency in the population: 83.96 %

•

Dessert.associated.to.childhood_0 – Contribution: 0.63 – V-Test: -4.31 – Frequency in the population: 77.83 %

•

buy.dessert.in.biscuits.section_0 – Contribution: 0.33 – V-Test: -4.2 – Frequency in the population: 87.74 %

11

3

Typology on the individuals

3.1

Choice of the number of clusters

The ascendant hierarchical clustering (AHC) lead to a partition made of 3 clusters. Those clusters are displayed in the following representations: a graphical representation of the individuals according to the cluster they belong to, a representation of the center of gravity of each group enhanced by a confidence ellipse, a representation of the individuals according to the cluster they belong to by the use of density curbs.

MCA factor map

1.0

10

Choice of the number of clusters by cutting the dendrogram 1 2 3

48 ●

17 ●

8

77 ●

75 74 89 ●

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51

0.5

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71 111 ●

0.0

Dim 2 (4.256%)

4

18 4760 ●

200 139 ● 143 122 ● 207 ● ● 199 209 202 ● 193 82 165 70 189 210 ● 128 ● 180 ● 50 12 ● ● 196 ● ● 62 40 63 99 ● ● 206 ● 29 93● 137 ●211 43 190 ● 88 55 ● 166 ● ●35● 212 160 ● ●100 152 ●32 116 ● 57106 114205 195 191● ●● ● 177 169 ●● 22 102 107 ● 186 94 125 ● 64 130 84 113 516 ● 969 ● ● 90 2054● ●66 ●11 172 ●● 182 ● 20145 ●●●● ●3 ● ● 179 80 27 131 ● 181 ● ●● ● ● 41 ● 76 97 ● ●86 ● ● 65 39 178 59192 153123 ● ● ●● ●●● ● ●● 168 ● 163 ● 117 ● 161 150 140 ● 194 ● ●● 132 ● 145 ● 112 ● ● 72 ● 61 ●10 ● 187 ● 14 21 105 ●● 19 2 108 ● 142 ●●154 ● 156 ● 149 ● 183 96 67 159 ● ● ● ● 91 ● ●157 ● 104 ●174 4●●164 ● 103 ●●● ● 118 141 151 ●●92 ●31●121 ● 34 ● ● ● ● 49 ● ● ● 81 101 120 7● 68 ● 53 26 ●208 197 79 ●●203 87 167 ● 176 38 134 37● ● ● 138 ● 8● ● 98 133 ● 1●●● ● ●● ●188 148 146 ● ● ● 170 ●●●● ● ● 24 ● 171 58 ● ●30 ● 36 78 ●110 ● ● 135 ●● 10942 ● 136 ●● 115 ●● 155 ● 44 ●33 ● 6 119 ● 124 13 173 ● 129 ● ● ● 15 85 ● ● 25 ●● 158 ● ● ● ● ● 147184 ● 9546 127 ● ● ● ● 198 ● 204 23 144 17552 ● 28 ●

−0.5

2

Height

6

●

● ●

●●

126 73 162 ● 56 ● ● ●

●

●

●

0

83 185●

102 7 41 40 187 12 16 47 144 60 64 111 71 89 23 175 55 70 162 34 87 21 138 166 68 118 163 4 157 141 76 103 109 208 119 37 171 25 46 1 42 44 24 92 33 129 81 15 72 36 53 155 126 5 108 203 170 197 172 79 113 50 107 38 101 3 97 91 121 39 66 65 54 174 164 8 69 52 88 93 29 125 149 159 30 117 9 201 31 186 63 20 136 169 165 59 84 10 26 51 62 11 28 61 49 168 35 112 105 43 156 18 99 73 177 27 96 2 80 22 32 94 160 182 78 147 202 180 195 139 179 199 209 206 106 193 48 189 196 128 191 205 130 181 45 154 57 151 200 207 143 210 58 176 148 153 82 90 98 67 132 116 122 114 100 178 115 120 190 183 194 124 85 167 152 142 211 14 140 150 19 161 123 135 188 192 110 145 173 184 133 204 212 131 134 146 17 75 74 77 56 137 198 83 185 127 13 158 86 95 6 104

●

−0.5 dist hclust (*, "ward")

0.0

0.5

1.0

Dim 1 (5.416%)

Figure 3: Number of clusters chosen by the analyst; representation of the individuals according to their cluster

12

Density curbs 1.5

Confidence ellipses for the mean points

1

0.5

2

1.7

1.

0.9 0.3

0.8

1.2

1.9

1.

1.4

0.7

1.6

0.4

−0.5

5

5

2

2.

4

−0.2

6 1.

6

1.4

0.

1.5

3

1.

1.8

1 .8 1. 0

3.5 1.1

1

0.7

3 0.5 4.5

0.5

10. .51

0.9

0.0

classe 3

0.2

Dim 2 ( 4.256 %)

0.2 0.0

●

●

2.5 0.4 2

Dim 2 (4.256%)

classe 1

classe 2

0.9

●

●

0.1

1.0

1 2 3

1.3

0.6

0.1

−1.0 0.4

0.3

0.2

0.1

0.0

0.5

−0.2

0.2

−0.4

1

−0.4

−0.5

0.0

Dim 1 (5.416%)

0.5

1.0

Dim 1 ( 5.416 %)

Figure 4: Centers of gravity with confidence ellipses; representation of the individuals according to their cluster with density curbs

number of individuals by groups 120

100

80

60

40

20

0 group 1

group 2

group 3

Figure 5: Number of individuals per cluster

13

3.2 3.2.1

Simultaneous comparison of the clusters with respect with the most relevant variables Number of individuals by cluster for the variable Age.class

Age.class by cluster

1st bar: 12 18 2nd bar: 18 25 3rd bar: 26 35 4 th bar: Less than 12 5 th bar: More than 35

140

120

100

80

60

40

20

0 group 1

group 2

Figure 6: Variable Age.class

14

group 3

3.2.2

Number of individuals by cluster for the variable Budget.familial.dessert

Budget.familial.dessert by cluster

1st bar: 10E to 15E 2nd bar: 4E or less 3rd bar: 5E to 10E 4 th bar: 15E and more

80

60

40

20

0 group 1

group 2

group 3

Figure 7: Variable Budget.familial.dessert

15

3.2.3

Number of individuals by cluster for the variable SPC

SPC by cluster

1st bar: Employee 2nd bar: Executive 3rd bar: Intermediate profession 4 th bar: Retired 5 th bar: Student 6 th bar: Superior intellectual profession 7 th bar: Technician 8 th bar: top executive 9 th bar: Unemployed

150

100

50

0 group 1

group 2

Figure 8: Variable SPC

16

group 3

3.2.4

Number of individuals by cluster for the variable Marital.status

Marital.status by cluster

1st bar: Cohabitation 2nd bar: Divorced 3rd bar: Married 4 th bar: Single

120

100

80

60

40

20

0 group 1

group 2

Figure 9: Variable Marital.status

17

group 3

3.2.5

Number of individuals by cluster for the variable Budget.individual.dessert

Budget.individual.dessert by cluster

1st bar: 1E or less 2nd bar: 1E to 2E 3rd bar: 2E to 4E 4 th bar: 4E to 6E 5 th bar: 7E and more

80

60

40

20

0 group 1

group 2

group 3

Figure 10: Variable Budget.individual.dessert

18

3.2.6

Number of individuals by cluster for the variable Dessert.associated.to.natural

Dessert.associated.to.natural by cluster

1st bar: Dessert.associated.to.natural_0 2nd bar: Dessert.associated.to.natural_1

120

100

80

60

40

20

0 group 1

group 2

group 3

Figure 11: Variable Dessert.associated.to.natural

19

3.2.7

Number of individuals by cluster for the variable With.whom

With.whom by cluster

80

1st bar: alone 2nd bar: family 3rd bar: friends 4 th bar: boyfriend/girlfriend

60

40

20

0 group 1

group 2

Figure 12: Variable With.whom

20

group 3

3.2.8

Number of individuals by cluster for the variable Dessert.associated.to.health

Dessert.associated.to.health by cluster

1st bar: Dessert.associated.to.health_0 2nd bar: Dessert.associated.to.health_1

120

100

80

60

40

20

0 group 1

group 2

group 3

Figure 13: Variable Dessert.associated.to.health

21

3.2.9

Number of individuals by cluster for the variable Dessert.associated.to.greedy

Dessert.associated.to.greedy by cluster 120

1st bar: Dessert.associated.to.greedy_0 2nd bar: Dessert.associated.to.greedy_1

100

80

60

40

20

0 group 1

group 2

group 3

Figure 14: Variable Dessert.associated.to.greedy

22

3.2.10

Number of individuals by cluster for the variable Frequency.eat.desserts

Frequency.eat.desserts by cluster

1st bar: less.than.once.a.week 2nd bar: for.special.occasions 3rd bar: more.than.once.a.day 4 th bar: once.a.week 5 th bar: twice.or.four.times.a.week

80

60

40

20

0 group 1

group 2

group 3

Figure 15: Variable Frequency.eat.desserts

23

3.3

Automatic description of each cluster

The cluster 1 (122 individuals) includes the individuals possessing the following categories: •

Age.class=18 25 68.87 % of the individuals possess this category in the global population versus 95.9 % in the cluster 1 . Moreover, 80.14 % of the individuals possessing this category belong to the cluster 1 .

•

SPC=Student 66.51 % of the individuals possess this category in the global population versus 93.44 % in the cluster 1 . Moreover, 80.85 % of the individuals possessing this category belong to the cluster 1 .

•

Marital.status=Single 63.68 % of the individuals possess this category in the global population versus 84.43 % in the cluster 1 . Moreover, 76.3 % of the individuals possessing this category belong to the cluster 1 .

•

Dessert.associated.to.natural=Dessert.associated.to.natural_0 93.4 % of the individuals possess this category in the global population versus 100 % in the cluster 1 . Moreover, 61.62 % of the individuals possessing this category belong to the cluster 1 .

•

Dessert.associated.to.health=Dessert.associated.to.health_0 95.75 % of the individuals possess this category in the global population versus 100 % in the cluster 1 . Moreover, 60.1 % of the individuals possessing this category belong to the cluster 1 .

•

Dessert.at.canteen=Dessert.at.canteen_1 34.91 % of the individuals possess this category in the global population versus 43.44 % in the cluster 1 . Moreover, 71.62 % of the individuals possessing this category belong to the cluster 1 .

•

Dessert.on.the.go=Dessert.on.the.go_1 10.38 % of the individuals possess this category in the global population versus 15.57 % in the cluster 1 . Moreover, 86.36 % of the individuals possessing this category belong to the cluster 1 .

•

Dessert.associated.to.greedy=Dessert.associated.to.greedy_1 84.91 % of the individuals possess this category in the global population versus 90.98 % in the cluster 1 . Moreover, 61.67 % of the individuals possessing this category belong to the cluster 1 .

•

With.whom=friends 26.42 % of the individuals possess this category in the global population versus 33.61 % in the cluster 1 . Moreover, 73.21 % of the individuals possessing this category belong to the cluster 1 .

•

With.whom=alone 11.32 % of the individuals possess this category in the global population versus 16.39 % in the cluster 1 . Moreover, 83.33 % of the individuals possessing this category belong to the cluster 1 .

24

The cluster 2 (16 individuals) includes the individuals possessing the following categories: •

Budget.familial.dessert=4E or less 3.3 % of the individuals possess this category in the global population versus 43.75 % in the cluster 2 . Moreover, 100 % of the individuals possessing this category belong to the cluster 2 .

•

Budget.individual.dessert=7E and more 2.83 % of the individuals possess this category in the global population versus 37.5 % in the cluster 2 . Moreover, 100 % of the individuals possessing this category belong to the cluster 2 .

•

Age.class=Less than 12 1.42 % of the individuals possess this category in the global population versus 18.75 % in the cluster 2 . Moreover, 100 % of the individuals possessing this category belong to the cluster 2 .

•

Purchase.place=supermarket 26.89 % of the individuals possess this category in the global population versus 62.5 % in the cluster 2 . Moreover, 17.54 % of the individuals possessing this category belong to the cluster 2 .

•

SPC=Unemployed 2.36 % of the individuals possess this category in the global population versus 18.75 % in the cluster 2 . Moreover, 60 % of the individuals possessing this category belong to the cluster 2 .

•

Age.class=12 18 4.72 % of the individuals possess this category in the global population versus 25 % in the cluster 2 . Moreover, 40 % of the individuals possessing this category belong to the cluster 2 .

•

Budget.familial.dessert=15E and more 11.32 % of the individuals possess this category in the global population versus 37.5 % in the cluster 2 . Moreover, 25 % of the individuals possessing this category belong to the cluster 2 .

•

Dessert.after.starter.and.meal=Dessert.after.starter.and.meal_3 16.04 % of the individuals possess this category in the global population versus 43.75 % in the cluster 2 . Moreover, 20.59 % of the individuals possessing this category belong to the cluster 2 .

•

Budget.individual.dessert=1E or less 3.77 % of the individuals possess this category in the global population versus 18.75 % in the cluster 2 . Moreover, 37.5 % of the individuals possessing this category belong to the cluster 2 .

The cluster 3 (74 individuals) includes the individuals possessing the following categories: •

Age.class=More than 35 20.28 % of the individuals possess this category in the global population versus 58.11 % in the cluster 3 . Moreover, 100 % of the individuals possessing this category belong to the cluster 3 . 25

•

Marital.status=Married 16.98 % of the individuals possess this category in the global population versus 47.3 % in the cluster 3 . Moreover, 97.22 % of the individuals possessing this category belong to the cluster 3 .

•

SPC=Executive 10.38 % of the individuals possess this category in the global population versus 24.32 % in the cluster 3 . Moreover, 81.82 % of the individuals possessing this category belong to the cluster 3 .

•

Dessert.associated.to.natural=Dessert.associated.to.natural_1 6.6 % of the individuals possess this category in the global population versus 17.57 % in the cluster 3 . Moreover, 92.86 % of the individuals possessing this category belong to the cluster 3 .

•

SPC=Employee 8.49 % of the individuals possess this category in the global population versus 18.92 % in the cluster 3 . Moreover, 77.78 % of the individuals possessing this category belong to the cluster 3 .

•

SPC=Intermediate profession 3.77 % of the individuals possess this category in the global population versus 10.81 % in the cluster 3 . Moreover, 100 % of the individuals possessing this category belong to the cluster 3 .

•

Age.class=26 35 4.72 % of the individuals possess this category in the global population versus 12.16 % in the cluster 3 . Moreover, 90 % of the individuals possessing this category belong to the cluster 3 .

•

Dessert.associated.to.greedy=Dessert.associated.to.greedy_0 15.09 % of the individuals possess this category in the global population versus 27.03 % in the cluster 3 . Moreover, 62.5 % of the individuals possessing this category belong to the cluster 3 .

•

Dessert.at.canteen=Dessert.at.canteen_0 65.09 % of the individuals possess this category in the global population versus 79.73 % in the cluster 3 . Moreover, 42.75 % of the individuals possessing this category belong to the cluster 3 .

•

SPC=Superior intellectual profession 2.83 % of the individuals possess this category in the global population versus 8.11 % in the cluster 3 . Moreover, 100 % of the individuals possessing this category belong to the cluster 3 .

26